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Brands

Having a portfolio of differentiated brands is essential for maintaining a leading position in a range of price and product categories, appealing to various end-users in different regional markets and sales channels. Husqvarna, Gardena, McCulloch and Diamant Boart are the Group’s core brands.

Husqvarna has long been a strong global premium brand for professional users and consumers who demand high performance. The brand stands for technological leadership, professional performance, high quality and user focus. The brand is primarily available in the dealer channel and accounts for approximately 50 percent of sales.

Gardena is the leading premium retail channel brand in Europe for watering products and garden tools for consumer market. The offering also includes battery-powered products and the brand accounts for approxiamely 10% of sales.

McCulloch is a global premium brand including forest and garden products for demanding consumers in the retail channel.

Diamant Boart is recognized as the global leading brand in the stone industry. The product offering includes a complete range of diamond tools for the processing of natural stone.

Other brands

The Group’s tactical brands hold strong positions in regional or local markets, or in specific product categories. The tactical brands create scope for flexibility and can, for example, expand to geographical markets or product categories if required. The Group’s regional brands also hold strong positions in their local markets, but they will not expand into new markets. Examples of tactical and regional brands are:

Tactical:

  • Jonsered  - Professional products and high-performance products for consumers sold by dealers mainly in the Nordic region but also in North America.
  • PoulanPro – Consumer products sold by retailers in North America.
  • WeedEater - Consumer products sold by retailers in North America.

Regional:

  • Klippo - Professional products and high-performance products for consumers sold mainly by dealers in Scandinavia.
  • Flymo - Consumer products sold by retailers mainly in the U.K., the Nordic region and the Netherlands.
  • Zenoah - Professional products and high-performance products for consumers sold by dealers mainly in Japan.